I absolutely agree that Apple needs to move on and do some new ads that actually tout Macs' strengths instead of trying to undermine sales, but I suspect they wouldn't launch a new ad campaign until (perhaps) October when they release Leopard. Running brand-new ads about Tiger, which came out just about two years ago (in another 16 days, actually), would be rightly percieved as kinda pointless since most Mac users and many prospective switchers (thanks to our warning them) know that Leopard is "just around the corner" as Apple has said.
Perhaps making parallels to real life would be a good way to advertise OS X's features. I've already talked about one for Spotlight — the supermarket scenario — elsewhere. For Spaces, even though it's been a long-standing feature of Linux...
A man in his early thirties sits at his desk in an office, doing work on an iMac. A knock sounds at the door, and a delivery person pokes her head in.
"Hey, your magazine subscription came in!"
"Oh cool!" The man gets up to take the magazine. "I'll just put this away for later; thanks a lot."
As the delivery person smiles and closes the door, the entire room zooms to the left while the man is stationary, replaced by his living room at home, complete with a different view out the window (and perhaps an Apple TV, hehe). He sets the magazine down on his coffee table and the room zooms back to the right; he's back in the office, and sits down at his desk.
Cut to a view of the screen of the iMac, which shows him zipping from a Space holding a podcast on iTunes to one with the report he was working on in Pages and a message in Mail, and perhaps zooming out to rearrange a couple of windows. A voice-over says, "Organize your life with Spaces" — animate a transition to a Leopard product shot or iconic "X" logo — "...just one of the many innovative new features in Mac OS X." Cut to
and it's time for the next commercial.
And I'm sure there are many much better ideas than that. All of them are probably better than the majority of the current "Get A Mac" ads.
(Ooh, someone think of one for Time Machine!)